In 2023, Bugatti reaffirmed its status as a symbol of exceptional craftsmanship and extraordinary experiences, transcending traditional automotive boundaries and reinforcing its reputation as a leader in luxury and innovation.
One of the year's highlights was a landmark auction where the Chiron Profilée set a new record as the most valuable new car ever auctioned. This remarkable model, which is more radical than the Chiron Sport yet less extreme than the Chiron Pur Sport, marked the final Bugatti powered by the legendary W16 engine available directly from the factory. The Chiron Profilée, one of 81 masterpieces delivered by the Atelier last year, is a timeless piece of automotive history.
Bugatti's ability to create tailor-made masterpieces was showcased through its Sur Mesure personalization service. At Monterey Car Week, Bugatti unveiled the Chiron Super Sport ‘Golden Era’, perhaps its most ambitious Sur Mesure project to date. This unique car features 45 hand-drawn sketches on its body, celebrating milestones from the company's founding in 1909 to iconic models like the Type 57 SC Atlantic. This project, which took two years to complete, involved new techniques that elevated it from mere automotive design to pure artistry. Other Sur Mesure projects, such as the ‘57 One of One’ homage to the Type 57 SC Atlantic, demonstrated the extensive customization options available to customers who wish to honor Bugatti's storied past.
Maintaining such expertise is central to Bugatti's DNA. This year, Bugatti hosted its first ‘Luxury Summit’ in Molsheim, welcoming thought leaders from various industries to discuss future trends and customer needs. This event reinforced Bugatti's position as a forward-thinking leader in the luxury market.
Bugatti also focused on providing exclusive customer experiences. One such event was the 400 Drive, where select customers could attempt to surpass 400 km/h on the same tarmac where the Space Shuttle once landed. This rare opportunity exemplified Bugatti's commitment to offering extraordinary experiences, rooted in the brand’s philosophy of combining extreme performance with refined luxury.
The US and European Bugatti Grand Tour events in 2023 were more successful than ever, with record participation. These tours allowed Bugatti owners to drive their hyper sports cars through breathtaking landscapes while exploring regional gastronomic treasures, cultural heritage, and architectural jewels. These events fostered a sense of community among Bugatti owners and highlighted the brand’s dedication to providing a complete lifestyle experience.
The Bugatti Bolide made its public dynamic debut in 2023 at the Le Mans 24 Hours Centenary race. Piloted by Bugatti Pilote Officiel Andy Wallace, the Bolide, the most extreme modern Bugatti, showcased the purest incarnation of the W16 engine, cementing its place in automotive history.
In a significant leadership transition, Achim Anscheidt stepped down as Director of Design, handing the reins to his deputy, Frank Heyl. Since joining Bugatti in 2008, Heyl has been instrumental in designing iconic models such as the Chiron, Divo, Bolide, and W16 Mistral. As the new Director of Design, Heyl is poised to continue Bugatti's tradition of blending performance with pure aesthetics.
To ensure these advanced designs have a customer experience to match, Bugatti expanded its partner network globally, adding new partnerships in Baku, Hong Kong, Mexico City, and Osaka. This strategic move aims to meet growing global demand and provide trusted points of contact for Bugatti’s international clientele.
By 2026, Bugatti’s expanded network is expected to deliver over 1,200 hyper sports cars worldwide, emphasizing the importance of exceptional aftersales service. Alexis Ploix, appointed as Director of Aftersales and Customer Service in 2023, leads the effort to ensure every aspect of owning a Bugatti is unparalleled.
Molsheim, the heart of Bugatti since 1909, remains a vital link between the brand’s past and future. In 2023, the Bugatti Festival in Molsheim celebrated its 40th anniversary, bringing together classic and modern car owners. This celebration underscored Bugatti's rich heritage and its ongoing relationship with enthusiastic owners' clubs worldwide.
Looking ahead, Molsheim is set to evolve with an all-new building in 2024, supporting Bugatti’s ambitious growth plans. Central to these plans is the delivery of the Bolide and W16 Mistral models, the last to feature the iconic W16 engine. As Bugatti embarks on a new journey in 2024, the brand continues to define the pinnacle of luxury and innovation in the automotive world.
